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Unformatted text preview: CHAPTER 4 - THE HUMAN SIDE OF MARKETING RESEARCH: ORGANIZATIONAL AND ETHICAL ISSUES Learning Outcomes: After studying this chapter, you should be able to: 1. Know when research should be conducted externally and when it should be done internally. 2. Be familiar with the types of jobs, job responsibilities, and career paths available within the marketing research industry. 3. Define ethics and understand how it applies to marketing research. 4. Appreciate the rights and obligations of a) research respondents particularly children, b) research clients or sponsors, and c) marketing researchers. 5. Avoid situations involving a conflict of interest in performing marketing research. Strategic Options for Conducting Marketing Research In-house or internal research providers In-house research research performed by employees of the company that will benefit from the research 1. Centralized Corporate Research Department 2. Decentralized Research Units 3. Cross-functional teams employee teams composed of individuals from various functional areas such as engineering, production, finance, and marketing who share a common purpose External or outside research providers Outside agency an interdependent research firm contracted by the company that actually will benefit from the research Z&Bs research suppliers and contractors o Research suppliers - ____________ The Market for Marketing Research Research customers (research clients) 1. End users o Corporate marketing departments o Product (good/service) sellers 2. Intermediate Users o Ad agencies...
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- Spring '10